Nudge! Making the Right Choice

I just read an interesting book review on Nudge: Improving Decisions About Health, Wealth, and Happiness in Time Magazine that relates to my previous post about the ReVolt Movement on how to solve the Power Crisis in South Africa.

From the Time article:

If you want people to use less energy, you could make it very expensive - or you could just let them know how much they use in comparison with their neighbours.

When that bit of information was added to electric bills in San Marcos, Calif., heavy users quickly lowered their consumption, even though no one had asked them to. ... the good people of San Marcos had been nudged.

Isn't that incredible?